The forecast of the frozen food market development in 2007-2008
Methods of the research
The forecast, presented in this research is based on the data of a complex market research dedicated to frozen food “How to create a successful brand in the Russian frozen food market? An analytical research on the basis of analysis of experience of key Russian enterprises in branding and of perception of their trade marks by consumers”, which was carried out by the experts of Proryv company in October-November 2006
Within the bounds of this research the following methods were used:
1. Interviews with representatives of frozen food manufacturers
2. Qualitative research. Depth interviews with frozen food consumers. Sampling – 50 respondents.
3. Quantitative research. Standardized interviews with frozen food consumers (representational sampling in Moscow, 1000 respondents)
Abstract
The forecast, presented in this research is based on the data of a complex market research dedicated to frozen food “How to create a successful brand in the Russian frozen food market? An analytical research on the basis of analysis of experience of key Russian enterprises in branding and of perception of their trade marks by consumers”, which was carried out by the experts of Proryv company in October-November 2006
The method of consumers segmentation by the main motive of choice, used by Proryv Company, allows to understand the reasons and peculiarities of behavior of different consumer groups, to forecast changes in the market structure, to predict the most effective positioning strategies and possible ways of market development.
The forecast, presented in this research is based on the data of a complex market research dedicated to frozen food “How to create a successful brand in the Russian frozen food market? An analytical research on the basis of analysis of experience of key Russian enterprises in branding and of perception of their trade marks by consumers”, which was carried out by the experts of Proryv company in October-November 2006
Within the bounds of this research the following methods were used:
1. Interviews with representatives of frozen food manufacturers
2. Qualitative research. Depth interviews with frozen food consumers. Sampling – 50 respondents.
3. Quantitative research. Standardized interviews with frozen food consumers (representational sampling in Moscow, 1000 respondents)
Abstract
The forecast, presented in this research is based on the data of a complex market research dedicated to frozen food “How to create a successful brand in the Russian frozen food market? An analytical research on the basis of analysis of experience of key Russian enterprises in branding and of perception of their trade marks by consumers”, which was carried out by the experts of Proryv company in October-November 2006
The method of consumers segmentation by the main motive of choice, used by Proryv Company, allows to understand the reasons and peculiarities of behavior of different consumer groups, to forecast changes in the market structure, to predict the most effective positioning strategies and possible ways of market development.
Introduction
Part 1. Extrapolation forecast of frozen food segments market
1. Frozen food market in 2006
Ravioli segment
Meet semi-prepared food segment
Pancakes segment
Quick-frozen vegetables, fruit and mushrooms segment
Frozen sea-food segment
2. The forecast of frozen food market development until 2009
The market reaches extrapolation stage
The market grows faster in a mean and premium price segment
Russians began to eat more meet and fowl semi-prepared food
Prospective market segments
Part 2. The forecast of frozen food market development based on the motivational research of consumers’ behavior.
1. Conservative consumers segments.
2. The “naturalist” consumers segment
3. The “rationalist” consumers segment
4. The segment of consumers which want to get “ more filling” in pancakes
5. The segment of consumers which prefer home-made taste of food
6. The “experimentalist” consumer segment
Summary. The main development trends of the frozen food market in 2007-2008
Quantity of charts: 11
Quantity of tables: 9
( The list of charts and tables will be sent by request.)
Part 1. Extrapolation forecast of frozen food segments market
1. Frozen food market in 2006
Ravioli segment
Meet semi-prepared food segment
Pancakes segment
Quick-frozen vegetables, fruit and mushrooms segment
Frozen sea-food segment
2. The forecast of frozen food market development until 2009
The market reaches extrapolation stage
The market grows faster in a mean and premium price segment
Russians began to eat more meet and fowl semi-prepared food
Prospective market segments
Part 2. The forecast of frozen food market development based on the motivational research of consumers’ behavior.
1. Conservative consumers segments.
2. The “naturalist” consumers segment
3. The “rationalist” consumers segment
4. The segment of consumers which want to get “ more filling” in pancakes
5. The segment of consumers which prefer home-made taste of food
6. The “experimentalist” consumer segment
Summary. The main development trends of the frozen food market in 2007-2008
Quantity of charts: 11
Quantity of tables: 9
( The list of charts and tables will be sent by request.)
